Direct Line out-heroes beloved icons in new brand campaign

Direct Line gets a make-over and has launched a brand new ad campaign starring some of the world’s most iconic heroes.
Featuring RoboCop, Donatello the Teenage Mutant Ninja Turtle and Bumblebee the Transformer, the new ‘We’re On It’ campaign will see the super heroes spring into action to help people in need only to find they’ve already been #outheroed by Direct Line - because no one solves problems like Direct Line, not even these famous heroes.
The new campaign is a move on from the brands hugely successful ‘Fixer’ campaign that featured Harvey Keitel as Winston Wolfe.
Bumblebee, Donatello and RoboCop are the first characters to feature in Direct Line’s brand new campaign, with each of them beaten by Direct Line in an emergency situation, including an office break-in and a car accident.

The work marks the first time ever Direct Line has brought all its product lines, from personal to business consumers, into a single campaign.

The ad campaign was developed by Saatchi & Saatchi who has also developed a brand identity refresh consisting of a modern makeover for the iconic red phone on wheels, a new word mark, and a bold, confident new visual identity.

Wendy Moores, Head of Marketing at Direct Line, says: “Our customers know that the second anything goes wrong, we will leap into action and have them covered. Our new campaign suggests that we are so good at doing this that we’re even better problem solvers than some of the world’s best and most loved heroes, to ensure we stay ahead of the insurance pack.

“The power and flexibility of the idea that Saatchi & Saatchi has created gives us greater freedom than we’ve ever had to deliver a more cohesive and consistent campaign across the breadth of our product portfolio and through all media channels.” 

The new campaign launched on Friday 6 March in the world-first ad break takeover across both TV and VOD simultaneously on ITV, Channel 4 and Sky.

Watch the ad here: